Symantec Redesigns Channel Program To Evaluate Partner Competency


Symantec executives are rolling out a completely redesigned North American channel program that aims to make its sales efforts increasingly dependent on a core set of systems integrators and regional resellers for growth, gambling on their technical expertise and ability to handle the entire sales process.  

Under the new program, partners can gain added benefits by proving their sales and marketing acumen, and presales and technical consulting proficiency to achieve an "expert competency” in a technology area from Symantec. The distinction will be awarded to companies that can prove their specialization in a dozen competency areas focused on Symantec's portfolio, said John Emard, senior director of North American channel operations and programs at Symantec. Partners that make the investment to become sales and technically confident will see the greatest rewards under the new program, Emard said.

"This is the most significant change to our program that we have made in almost a decade," Emard said. "We are going to invest in partners that are committed to Symantec and help them solve bigger customer jobs. It's going to be done with a group of partners that demonstrate they are going to invest and achieve the technical competence they need for growth.”

[Related: Symantec Set To Unveil 'Big Bets' Global Partner Program]

The new program was unveiled at the Partner Executive Summit being held at the Symantec Vision 2014 Conference this week in Las Vegas. It formally launches in October with Registered, Silver, Gold and Platinum tiers for partners, based on their achievement of a skills competency, Emard said, with the highest tiers being reserved for partners that invest in achieving one or more expert competencies.  

Under each tier, participating partners can obtain the principal or expert designation from Symantec. Partners are not limited in the number of expert competencies for which they can apply, but they must first obtain "principal competency" within a particular solution area before doing so. Partners with the principal designation get a 10 percent margin benefit on opportunity registration.

The bulk of the program's benefits are aimed at partners that obtain advanced accreditation, Emard said. Partners that are awarded an expert validation in one or two competency areas will obtain Gold-level status and can get 20 percent margin for registering opportunities; renewal incentives up to 2 percent of the rebate on total renewals performance; a growth acceleration rebate of 4 percent on products sold within the expert competency; and an opportunity to apply for development funds of up to 5 percent of sales on products.

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